Assembly Label Opens First Melbourne Store

Assembly Label has been around since 2011, but we’re only just getting acquainted. The Sydney brand’s first Melbourne shop has just opened on High Street, Armadale.

Designers Daniel Oliver, Damien Horan and Lee Thompson established Assembly in Sydney’s eastern suburbs. The idea was to make pieces fit for coastal living, but in premium fabrics.

That’s still the modus operandi today, but whereas the brand’s early ranges were aimed squarely at men in their mid-twenties, its core customers now are women in their early-to-late twenties to mid fifties.

Because it has evolved to cater to a more mature, refined customer, Armadale is a fitting location for the brand. “We saw a lot of parallels in customer base between Armadale and our Sydney stores,” Oliver says.

Assembly has other three stores already – one in Bondi, Manly and Brisbane’s Fortitude Valley.

Assembly is built on relaxed tees; shirts; jersey pants; linen skirts and shorts; and denim, all offered at an accessible price range.

“We take a less-is-more approach to everything,” Oliver explains. “Our customers are looking for functional garments they can get a lot of wear out of.”

The latest range is a dressier take on casualwear, with silk-linen blends and premium fabrications. “It’s not just weekend wear, but clothes you can wear in the evening as well.”